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SUSTAINABLE FASHION CONSUMPTION: A STUDY ON CONSUMER AWARENESS AND WILLINGNESS TO PAY A PREMIUM IN URBAN MARKETS
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Author(s):
DR. SHIKHA CHOUDHARY
Vol - 17, Issue- 1 ,
Page(s) : 256 - 259
(2026 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
The fashion industry is one of the most resource-intensive and environmentally damaging industries worldwide. In response to growing environmental concerns, sustainable fashion has emerged as a responsible alternative emphasizing ethical production, environmental protection, and social accountability.
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